A European survey shows that only 39 percent of consumers have a positive attitude towards innovative foods, while 51 percent view them negatively. Moreover, 72 percent say they are insufficiently informed about new foods and ingredients produced using modern techniques.
Clear information on packaging is essential for many consumers. No less than 85 percent believe that new foods should have recognizable names and that labels must clearly state how they are produced, where they come from, and what they contain. For 51 percent, mandatory labeling would increase trust.
Additions
This caution is also reflected in the willingness to buy new products. Only 42 percent would purchase foods containing ingredients produced with the help of microorganisms. A majority of 54 percent refuse to do so, even when the products meet European safety standards and are clearly labeled.
There are large differences between EU countries. In Sweden, 64 percent would buy such products, compared to only 22 percent in Greece and 19 percent in Cyprus. The extent to which consumers feel informed is also closely linked to their attitude towards food innovation.
Three quarters
Of the Europeans who consider themselves well informed, 72 percent have a positive attitude towards innovative foods. Among those who say they have insufficient knowledge, that is only 27 percent. The Netherlands stands out: there, 74 percent would buy products with ingredients produced via microorganisms, compared to an average of 42 percent in the EU.
Besides clear labels, consumers demand guarantees about safety. Independent safety assessments would increase trust for 38 percent. Approval by the European Food Safety Authority is mentioned by 36 percent, while 34 percent value regular public reports on the safety of new foods.
Fertilizer
Sustainability can also sway consumers. For 35 percent, reducing pesticides, fertilizers, or antibiotics would be a reason to consume innovative foods more often. Additionally, 27 percent cite less pressure on natural resources as an advantage. According to 68 percent, new techniques can help farmers with climate change, pests, and resource scarcity.
Affordability also plays a role in sustainable consumer products. In a separate European study on the EU ecolabel, about a quarter of non-buyers cite price as an objection. At the same time, 53 percent do not find products with that label necessarily more expensive. Furthermore, 70 percent of Europeans expect food innovation to offer opportunities for research, skills, and employment.
